運動休閒新起點－－探析臺北市運動中心之發展現況及未來契機

The new threshold of sports and leisure activities: A study of development and future prospects of taipei sports center

臺北市運動中心主要為臺北市政府在國際健康城市發展潮流及市民對運動休閒空間之實際需求，所研擬規劃之運動休閒場館。目前，臺北市12座運動中心業已全數完工並正式委外經營，然綜觀其營運管理仍有諸多成長空間，為此，本文首先透過文獻探討，針對目前臺北市運動中心發展現況進行瞭解，其後，運用SWOT分析其所面臨之外部環境及內部優劣勢，並根據其現況與問題，以矩陣分析方式提出可行的應對策略，進而綜整矩陣策略分析結果，針對臺北市運動中心未來發展契機羅列5大方向，供臺北市政府及運動中心經營業者於未來營運之參酌，其分別為一、落實行銷金三角，創造產業競爭優勢；二、善用公共關係技巧，增進營運加乘效果；三、加強資訊科技管理，提昇行政作業效能；四、掌握市民需求脈動，活絡場館空間運用；五、增進社會公益福利，強化公眾利益福祉。

Aimed to follow the trend of building a 'Healthy City' and accord with the citizens' actual demand for public sports and leisure spaces, Taipei City Government had designed to establish sports center in every of all twelve districts. Nowadays, all of the sports centers has been established and privatized to private ownership to operate. However, the operation management still needs to enhance for the sports centers' operator and manager. Therefore, the purpose of this study attempted to use document analysis to discuss the development of Taipei Sports Center and adopted SWOT analysis method to examine the strengths and weaknesses of the management of sports center and identified its opportunities and threats in the market place. According to the SWOT matrix's matching results, this study provided five strategies of operation management for Taipei Sports Center. The strategies were as follows: implementing the marketing triangle to create the industry's competitive advantage, applying the public relations skill to enhance the operating synergy, strengthening the management information system to promote the administrative efficiency, understanding the customer demand to activate the space of sports center, and enhancing the social welfare service to intensify the social welfare benefit.